浅析海通证券营业部营销策略.doc

浅析海通证券营业部营销策略

摘   要

随着2007年牛市的走过，我国股票市场一直处于一个相对低迷的环境之中，迅速由卖方市场转向买方市场，曾经场面火爆的各证券公司的营业大厅如今已门前冷落。我国证券公司主要收入就是代理买卖证券业务收入，据中国证券业协会对证券公司2011年经营数据统计显示，109家证券公司全年实现营业收入1359.50亿元，代理买卖证券业务净收入688.87亿元。
证券公司当下的主营业务依旧是经纪业务，尤其是诸多营业部，其利润来源就在于在该部开户的客户交易所产生的佣金，如何在份额有限的市场当中获取最大量的顾客，这对于证券公司来说是亟待解决的问题。本文根据海通证券公司柳州营业部的发展现状，对现阶段营业部的营销状况进行分析，并指出现有的问题和不足。然后从品牌策略、营销渠道策略、价格策略和经纪人策略等方面的角度进行分析，并对营销策略的制定提出建议。

关键词：营销策略；证券市场；客户资源；经纪人

ABSTRACT
With the bull market of China in 2007 through， the stock market has been in a downturn, the rapid shift from a seller to a buyer's market, business hall of the once hot scene of the securities company is now in front of cold. Securities companies in China main source of income is business income from securities trading agency, the Securities Association of China on the securities company's 2011 operating statistics show that the 109 securities companies realize an annual sales income of 135.95 billion yuan, 68.887 billion yuan buying and selling securities business net income.
    Current main business of securities companies is still the brokerage business, especially a lot of sales department, its source of profit lies in the commission of customer transactions account in the Department, to obtain the largest number of customers in the limited share of the market, which securities companies, the problems to be solved. Based on the development status of the business department of Hai Tong Securities Company, Liuzhou, the marketing status of the business department at the present stage, and pointed out the existing problems and deficiencies. Then analyzed from the perspective of brand strategy, marketing, channel strategy, pricing strategy, and the broker strategy and marketing strategy of the proposed formulation

KEY WORDS: marketing strategy; Stock market; Customer resources; agent
目       录

前言…………………………………………………………………………………………1
一、 证券营销概述…………………………………………………………………………2
（一）证券营销概念…………………………………………………………………2
（二）证券营销特点…………………………………………………………………2
1. 营销主体专业性 ……………………………………………………………2
2. 营销过程周期性 ……………………………………………………………2
3．营销对象特定性 ……………………………………………………………3
（三）证券营销的必然性……………………………………………………………3
1．证券市场的发展 ……………………………………………………………3
2．风险的防范 …………………………………………………………………3
3．投资者的需求变化 …………………………………………………………3
二、海通证券柳州营业部存在的问题……………………………………………………4
    （一）知名度待提高…………………………………………………………………4
    （二）内部环境需改善………………………………………………………………4
    （三）产品与价格问题………………………………………………………………4
   （四）营销渠道待拓展………………………………………………………………5
   （五）营销人才缺乏…………………………………………………………………5
   （六）客户维护工作待加强…………………………………………………………5
三、海通证券柳州营业部营销策略优化…………………………………………………6
（一）硬件设施投入策略……………………………………………………………6
（二）宣传策略………………………………………………………………………6
1. 增加银行驻点数 ……………………………………………………………6
2. 提高营业部招牌醒目度 ……………………………………………………7
3. 加大广告资金投入 …………………………………………………………7
4. 加快“股民学堂”开办进程 ………………………………………………8
   （三）产品与价格策略………………………………………………………………8
（四）渠道策略………………………………………………………………………9
（五）人才策略………………………………………………………………………9
        1.经纪人策略……………………………………………………………………9
        2.客户经理策略 ………………………………………………………………10
   （六）客户维护策略 ………………………………………………………………10
       1. 展现优势……………………………………………………………………10
       2. 加强客户联系………………………………………………………………10
       3. 提供专业化服务……………………………………………………………11
结束语 ……………………………………………………………………………………12
致谢 ………………………………………………………………………………………13
参考文献 …………………………………………………………………………………14